 | “Our charms are very popular in Germany and we were very happy with Gebr Heinemann’s promotion,” said Pilgrim Travel Retail Manager Annette Møller Andersen in Cannes |
DENMARK. Jewellery firm Pilgrim has praised Gebr Heinemann for staging a joint promotion with a fellow Danish brand in Germany.
“Our charms are very popular in Germany and we were very happy with Gebr Heinemann’s promotion, which was held jointly with another Danish brand, Friis & Co,” enthused Pilgrim Travel Retail Manager Annette Møller Andersen. “They put tables in the front of the store, so we had high visibility, and sales were very good.”
Møller Andersen revealed that Pilgrim was focusing on developing business with its major travel retail clients, which include Gebr Heinemann, The Nuance Group and World Duty Free.
Another good customer is P&O Ferries. “We are very happy with P&O,” said Møller Andersen. “They have very good buyers and staff in-store who are dedicated and committed to what they are doing.”
New collections and best-selling items
At the 2008 TFWA World Exhibition in Cannes Pilgrim showed its Christmas and Autumn jewellery collections. “Many of the Christmas pieces are big, red and sparkly,” said Møller Andersen.
The new collections continue Pilgrim’s signature themes of animals and flowers, alongside large babushkas and crystals. Lockets that open up to store personal mementos and adjustable rings were some of the many other items on show. The company’s popular charms and the new Mega Charms – including a humorous rabbit design – were also on display on counter-top merchandising units.
Møller Andersen said that the Sprawling Nature pendant had been a best-seller during the Autumn 2008 season and she observed that long earrings were a top-seller in the South Korean market. The best-selling items for inflight sale were Pilgrim’s signature floral-themed items which are “classic and safe”, she revealed.
In general, silver was more popular than gold, said Møller Andersen; two-thirds of Pilgrim’s collection is offered in silver.
The company has started to produce small brochures at point-of-sale showing how customers can co-ordinate Pilgrim jewellery with this season’s fashion apparel.
 |
Retail success: The Pilgrim Charms Collection is listed in more than 100 travel retail locations |
Pilgrim watches and sunglasses
Pilgrim has redesigned its watch collection with fewer designs that are more focused on matching the brand’s signature jewellery themes. A number of models feature floral dials and floral strap designs, while some are offered with two interchangeable leather straps.
“We are targeting our jewellery customer with the watch collection,” said Møller Andersen. In both travel retail and domestic stores the jewellery and watches are being displayed together. From Spring 2009 the sunglasses design resembles jewels and the objective is for this category to be merchandised alongside the jewellery and watches, she said.
Pilgrim has reduced the retail price of its watches and sunglasses. Watches retail from about €100 to €229 for a diamond-set watch in the domestic market, while sunglasses range from €80 to €149.
For details contact Annette Møller Andersen, Pilgrim, tel: +45 6333 3328, e-mail ama@pilgrim.dk Visit www.pilgrim.dk
MORE STORIES ON PILGRIM
Pilgrim team will be full of charm at Cannes – 23/09/08
Pilgrim tailors its travel retail collection, naturally – 11/08/08
